Letter from the editor

It doesn't take a genius to realise the web is a great place for breaking news. Yet, even the biggest and brightest in media have struggled to grasp the web's full importance - as both an opportunity and a threat - to established media channels.

Earlier this month, it was Rupert Murdoch, no less, who confessed that, having made a blunder or two in the first wave of internet activity, News International still needs to work on getting it right.

He told the American Society of Newspaper Editors that those newspapers that have explored online news are not taking maximum advantage of the medium. Many are guilty of "a bland repurposing of content" and need to transform.

As we know, the irony of the deadline-ruled, fast-breaking news world failing to react to the arrival of digital is heavy.

Elsewhere, there's better news. Reuters.co.uk is a product of that transformation, which the venerable news agency recognised had to happen if it was to survive in the digital world. As this issue's cover star, Alisa Bowen of reuters.co.uk, admits, a lot more work needs to be done for the brand to really get to grips with digital.

However, it is starting to grab at one clear opportunity: the direct line from business to consumer, which the web offers, means Reuters is becoming a consumer-facing organisation. Bowen reveals to us the internal changes and the boost that digital work can give to the brand on page 30.

Murdoch admitted in his speech that the web presented a once-in-a-generation chance for businesses. News International is one of the many trying to make sense of it, second time around. And they won't get many more chances to get it right.

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